Slovakia has a “substantial” market for premium whiskey, with American whiskey leading the category in terms of value, the group said.
Maria Navas Peire, Managing Director of Brown-Forman Czechia and Slovakia, said: “With a dedicated sales team in place, Brown-Forman will drive the growth of our brands across all channels in Slovakia. »
Brown-Forman sells its brands directly in several European markets, including Belgium, Czechia, France, Germany, Luxembourg, Poland, Spain, Turkey and the United Kingdom.
Marshall Farrer, Executive Vice President, Chief Strategic Growth Officer and President of the Brown-Forman Europe Division, said, “Slovakia is an important market as we drive the global growth of the Jack Daniel’s family of brands and other brands of our portfolio, in particular our recently acquired Rhum Diplomático.
“We are confident that building our own distribution business in this market will better target the consumer and prioritize our brands,” added Farrer.